Implementation of the European promotion programme: The Secret is Rabbit Meat

Over the last three years, the Spanish interprofessional rabbit organization (INTERCUN), in collaboration with the Portuguese Association of Rabbit Farmers (ASPOC), successfully executed the European promotion campaign for rabbit meat, titled "The Secret is Rabbit Meat." The goal of this EU programme is to allow EU farm products and farmers to get access to wider market opportunities.  As its name suggests, “The Secret is Rabbit Meat” campaign has been put in place to raise awareness about rabbit meat, a sustainable, healthy, and easy-to-cook product as well as to foster the rabbit meat sector.

The campaign focuses on traditional and digital media, as well as on in real-life events, achieving its objectives despite some activities being postponed due to COVID-19. The campaign notably featured TV spots with actor Miguel Ángel Muñoz, reaching a substantial audience. Digital initiatives on platforms like YouTube and Google also gathered millions of views and impressions.

For instance, looking at results per year, the combined TV and digital broadcasts summed up to close to 135 million impacts. In addition, around 1.000 supermarkets and shopping centers all around Spain conducted advertising campaigns summing up to more than 192 million impacts. Furthermore, more than 2000 publications across social media like Facebook, Twitter and Instagram were made. With the implication of 15 “influencers”, this allowed for a wide audience to be targeted and thus made aware of the quality of rabbit meat.

Finally, hostelry workshops were held by chefs to educate the next generation of Spanish cooks and gastronomy professionals. This kind of initiative, consisting of technical activities like cooking and deboning rabbit pieces, contributes to the valorization of our product which belongs to the EU culinary tradition and the Meditenneran diet.